In traditional perceptions, the game market has always been the home for male users, while mobile internet has led to changes in social production and lifestyles, leaving this traditional perception undefeated. The women's game market will be a major driving force for the growth of mobile games。
According to the latest gwi data, in 32 countries covered, the proportion of female players aged 25-44 has exceeded the total number of male players aged 16-24. It is clear that the traditional belief that the game industry is dominated by young men is no longer tenable. Overall, women currently account for 42 per cent of the total number of hand-players and 35 per cent of the total number of next-generation hosts, mostly aged 25-34。
The iri market survey shows that 60. 8% of women play cartoon style games, compared to 32. 9% of men. In contrast, 65. 7 per cent of male players prefer to write real picture styles, compared to 37. 0 per cent of female players. On the other hand, the percentage of women who prefer to play the role of a soldier is 14. 3 per cent, which is far lower than that of men who play the role of a soldier, 31. 4 per cent, and the proportion of women who prefer to play the role of a magician (a monk) is 58. 5 per cent, which is much higher than that of men who play the role of a fighter (44. 5 per cent)。
The united states recreational software association (esa) published statistics in august also show that the number of adult female players has surpassed that of male players — 36 per cent in the former and 35 per cent in the latter。
Social production and lifestyle changes triggered by the mobile internet have made the demand for play equally strong for men and women. They also want to win the game by passing the intellectual test, and women and men in the modern world face the same pressure. They also want to find a way to entertain, a way to relax and to develop at any time and without too much effort。
In play psychology, men and women are not the same, while more exciting games such as adventure, speed and so forth are male preferences, while women are more fond of role-playing and storytelling. Therefore, these designs for the female game market need to focus more on elements such as music and dance。
In order to attract more female customers, mainstream game manufacturers have improved the external shape of game machines and bats by introducing softer and cute versions of both the shell and colour, and by focusing more on the packaging of game products. These are “killers” that attract female consumer groups。
There is no doubt about the power of women to become a market for mobile games. At the national level, there are still many women who refuse to play as unhealthy manifestations. Play companies still need to combine women's value orientation, psychological characteristics, interests, and to use imagination in the development of new types of healthy games to tell women in a healthy way that play is part of a happy life。
Responsible editor: zhang dei
